This document discusses distribution management and channels of distribution. It defines distribution as making a product available to consumers and value networks as connections between organizations that benefit all partners. It also discusses factors that influence distribution channels like the nature of the product, target market, company resources, and market environment. Common distribution channels include direct from producer to consumer, using retailers or wholesalers, and working through agents.

1. Distribution
Management
Biju S K
Govt. College for Women
Thiruvananthapuram

4. Would you think these mangos have value?
Have value, only when it reaches in our hand

5. Meaning
• Distribution – is the process of creating value to a product or service by making it
available to consumers, who need it.
• Channels of distribution- set of marketing institutions or interrelated
intermediaries who participate in distribution of goods and services from the
manufactures to ultimate consumer.
• Value networks- a set of connections between organisations and individuals in the
marketing channel, interacting with each other, to benefit all the partners of the
entire group.
• Logistic Management- managing the movement and storage of goods from the
supplier to consumer through logistic firm.

7. Distribution channels
• Producer consumer
• Producer- retailer consumer
• Producer wholesaler retailer consumer
• Producer agent retailer consumer
• Producer agent wholesaler retailer consumer

9. Factors influencing the
Channels of Distribution
• Nature of Product
• Market
• Price of distribution
• Middlemen
• Target Market
• Company
• Marketing Environment
• Competitors

12. Widely used product – longer channel
Small customer base product- direct channel
Low value
High Value
Complicated / technical
User Friendly
Perishable- shorter channel
Non perishable- Longer channel

13. Financially sound – shorter channel – opening its own shops
Not financially sound – longer channel
Wish to control its sales- shorter channel
Manufacturing organisation- competency in production
can choose long channel

14. May use the channels of the competitor
May outsource or use own chin stores

15. Small customer base– shorter channel
Larger customer base – longer channel
Small Geographic area – shorter channel
Larger Geographic area – longer channel
Bulk quantity small customers – shorter channel
Small quantity large customers – longer channel

16. Govt restrictions – use shorter channels
Boom– longer channel
Depression - direct channel